Customer Experience Strategies and Value Proposition of Morrison

MG526 Customer
Experience
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TABLE OF CONTENTS
INTRODUCTION...........................................................................................................................3
TASK...............................................................................................................................................3
Value proposition.........................................................................................................................3
Delivering customer experience..................................................................................................3
Customer overview......................................................................................................................4
The six pillars of customer experience model and its application into the Morrison Company. 5
Implications of digital disruptions...............................................................................................7
Strategic recommendations over which the Morrison improves their customer experiences in
order to benefit them and the company as well...........................................................................8
CONCLUSION................................................................................................................................9
REFERENCES..............................................................................................................................10
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INTRODUCTION
Customer experience is defined as the integration of sensory, cognitive as well as
behavioural response of customers during various stages of product or service consumption. In
order to grow and retain csutomers for long term it is vital for the organisations to improve
various aspects of customer experience such as packaging, quality, advertisement, reliability as
well as feasibility. Morrison is considered among one of the top and largest UK retailing chain
with more than 400 stores (Morrisons corporate, company history, 2022). This supermarket used
to provide wide range of products including food items, households, clothing as well as other
retailing products. This report will discuss the value proposition and customer experience
strategies used by Morrison. It will also provide strategic recommendations to enhance the
customer experience which can contribute in organisational growth.
TASK
Value proposition
The value proposition offered by Morrison is the vast range of freshly prepared food
products at affordable price range. As compare to the leading competitors such as Tesco, Asda,
Morrison used to provide more choices for the customers which are even freshly prepared by
Morrison as producer. This used to attract the attention of majority of csutomers because they do
not get such variety of food range at other retail segments (Quach and et.al., 2020). In addition to
the differentiation affordable pricing as well as highly satisfactory customer services are also
reason which drives good customer experience. Morrison has also adopted the changing pace of
digital technology and has quickly shifted to approaches like digital marketing, online delivery
services and communication so that its services can be improved and higher value can be
provided to customers.
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